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	<title>Osborne Pike</title>
	<link>http://www.osbornepike.co.uk</link>
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		<title>What is authentic?</title>
		<description><![CDATA[We might as well start with the dictionary definition: 1 Of undisputed origin; genuine: authentic 14th-century furniture. 2 Made or done in the traditional or original way: authentic Italian meals. 3 True to one’s personality, spirit or character: an authentic blues singer. Over recent years we have witnessed a massive increase in consumers’ appetite for [...]]]></description>
		<link>http://www.osbornepike.co.uk/shelf-life/what-is-authentic-2</link>
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		<title>The Silent Salesman revisited</title>
		<description><![CDATA[Welcome to Shelf Life, the blog that reports the stories being told by packaging on the supermarket shelf. Packaging was famously called ‘The Silent Salesman’ by James Pilditch in his 1961 book of that name, but how does a mute object tell a story at all? With great ease it turns out, because our brains [...]]]></description>
		<link>http://www.osbornepike.co.uk/shelf-life/the-silent-salesman-revisited</link>
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		<title>Which packaging tells the best story?</title>
		<description><![CDATA[In the last blog we looked at standout on shelf, describing some functional aspects like blocks of colour and the use of faces. But we believe that the most powerful form of standout is a truly engaging story. The story the pack conjures up in the mind of the consumer triggers an emotional response, overriding [...]]]></description>
		<link>http://www.osbornepike.co.uk/shelf-life/which-packaging-tells-the-best-story</link>
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		<title>Shelf standout &#8211; does it really exist?</title>
		<description><![CDATA[Welcome to Shelf Life Issue 10, devoted to a thorny issue that has puzzled brand owners and their design consultants for years. What do we really mean by shelf standout, and how do we know when we’ve got it? More importantly, does it lead to more sales? What can packaging design do to achieve the [...]]]></description>
		<link>http://www.osbornepike.co.uk/shelf-life/shelf-standout-does-it-really-exist</link>
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		<title></title>
		<description><![CDATA[Welcome to Shelf Life Issue 9, devoted to the crazy, colourful, Looney‐Tuned world of packaging for kids. Given that we’re in the supermarket it’s usually packaging for the mums and dads of kids, who have to decode and decide whether this brand or product is something that is suitable for my beloved offspring. That’s where [...]]]></description>
		<link>http://www.osbornepike.co.uk/shelf-life/1621</link>
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		<title></title>
		<description><![CDATA[Welcome to Shelf Life Issue 8, where the metaphors are flying furiously, and the perils of trying too hard are all too evident. The sweet spot always lies in connecting personality to a simple story and then we, the consumers, fill in the details to suit our worldview. Easier said than done, of course, but [...]]]></description>
		<link>http://www.osbornepike.co.uk/shelf-life/1502</link>
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		<title></title>
		<description><![CDATA[Welcome to Issue 7, liberally sprinkled with stories of honest, natural ingredients, how one word makes all the difference, mixing metaphors, and standing out by disappearing. Serve hot.]]></description>
		<link>http://www.osbornepike.co.uk/shelf-life/issue-7-shelf-life/1400</link>
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		<title></title>
		<description><![CDATA[Welcome to Shelf Life 6 and the first edition of the New Year. We&#8217;ve been a bit busy. The Brand stories analysed include innocent, Hairy Bikers and the London Olympics, making this blog the only place where it’s possible to read those names in the same sentence. Next time I’ll be focusing on a specific [...]]]></description>
		<link>http://www.osbornepike.co.uk/shelf-life/1343</link>
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		<title></title>
		<description><![CDATA[Welcome to Shelf Life issue 5, an eclectic mix of on-shelf brand stories from 3 countries, but mostly the good ‘ol U of K. We’ve got household names (an interesting expression in itself) such as The Stig, Gaffer, Jan, Pret, Felix and a Bulldog. So what can their packaging tell us about them that we [...]]]></description>
		<link>http://www.osbornepike.co.uk/shelf-life/1247</link>
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		<title></title>
		<description><![CDATA[Welcome to Shelf Life issue 4, which this time reports from Marrakech. I’d guess that local markets and groceries still account for a significant share of consumer food spending, and of course that’s where the truly local flavours are to be found. Supermarkets are dominated by French chains, and so combine the exotic with the [...]]]></description>
		<link>http://www.osbornepike.co.uk/shelf-life/1139</link>
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